Hypoxi Print, Case study FATE by cut the crap

FATE

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Industry Public Safety, Health & Hygiene
Media Print, Magazine & Newspaper, Case study
Market India
Agency cut the crap
Creative Director Jagdish Acharya
Art Director Keith Lobo
Copywriter Amit Chauhan
Released January 2013

Credits & Description

Category: Health & safety
Brand: Hypoxi India
Agency: cut the crap
Country: India
One of the most popular columns in newspapers is the weekly horoscope. The horoscope for the new year is obviously a must-read. cut the crap released a 2-pager on 1st Jan 2013 in the prominent dailies. Front page under the mast-head was the predictions for the year, as if published by the newspaper. Every horoscope ended with the prediction that the reader is destined to gain weight during the year. Turn the page and on the reverse was the rejoinder the actual ad. The tactic was meant to push the fence-sitters who dominate this category (fat-loss and fitness). Result has been electrifying. Both in terms of enquiries and conversions.
Category: Health & safety
Client: Hypoxi India
Agency: cut the crap
Country: India
Creative Director: jagdish acharya
Art Director: keith lobo
Copywriter: Amit Chauhan